What happened? Jaguar sales in Europe fell by 98 percent (2 photos)
Continuing with yesterday's topic about Mercedes, for which the world is not yet ready, today's even more striking representative is Jaguar, which was able to sell only 49 cars in Europe in April - this is 97.5% less than in the same month last year. Such data is provided by the European Automobile Manufacturers Association. From January to April, sales of the British brand also fell by 75.1% - a total of 2,665 cars were sold. 
The main reason for the decline in sales is the early termination of the company's production of all gasoline and diesel models, due to which dealerships were left practically without cars. Now Jaguar is going to focus exclusively on electric cars, but their release is delayed. The first such model will appear no earlier than 2026, it will be a new flagship liftback based on the Type 00 concept, costing about 200 thousand dollars.
The rapid decline in sales began after Jaguar's rebranding, associated with the company's transition to a fully electric model range. It happened in November last year and was accompanied by the release of controversial advertising. The video was remembered by the public for its non-standard images: it featured models in skirts and brightly colored clothes, and also used the slogans Copy Nothing and Live Vivid. However, the company did not show the cars themselves in the ad. 
Jaguar planned that the image change and advertising campaign would help attract a young audience, but instead received harsh criticism from both buyers and industry experts. The company's sales have been declining for several years: in 2018, the brand sold more than 180 thousand cars worldwide, and last year - less than 27 thousand.
